Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/282431 
Year of Publication: 
2023
Series/Report no.: 
CESifo Working Paper No. 10743
Publisher: 
Center for Economic Studies and ifo Institute (CESifo), Munich
Abstract: 
We quantify the prevalence of undisclosed influencer posts on Twitter across a large set of brands based on a unique data set of over 100 million posts. We develop a novel method to detect undisclosed influencer posts and find that 96% of influencer posts are not disclosed as such. Despite stronger enforcement of disclosure regulations, the share of undisclosed posts decreases only slightly over time. Compared to disclosed posts, undisclosed posts tend to be associated with younger brands with a large Twitter following and are posted from smaller accounts that generate higher engagement per follower.
Subjects: 
social media
influencer marketing
advertising disclosure
consumer protection
JEL: 
C55
M31
M37
M38
Document Type: 
Working Paper
Appears in Collections:

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.